Study: Shopee is the most popular eCommerce platform in Indonesia

Shopee is the most popular eCommerce platform in Indonesia with close to three in four (73%) consumers making purchases on the platform. Tokopedia on the other hand comes in second with two in five (39%) consumers on it. Lazada comes third with 22%, and is followed by Bukalapak (6%), Blibli (5%) and Zalora (2%). 

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These were the results of a recent survey conducted by YouGov, a market research and data analytics firm into eCommerce habits of Indonesian users. The survey comes shortly after it was revealed that ByteDance's TikTok is looking to re-enter Indonesia's eCommerce sector by acquiring a majority stake in Tokopedia.

According to the study, among TikTok Shop users, prior to its shutdown in September 2023, Tokopedia had the second highest overlap in customer base among eCommerce platforms. 

About one in three (32%) TikTok Shop users also shopped on Tokopedia. This is significantly lower as compared to Shopee (71%) but higher than Lazada (23%). 

Meanwhile, among frequent online shoppers who make multiple eCommerce purchases every month, Shopee (77%) remains the most popular eCommerce platform. Tokopedia comes after with 43% and Lazada with 24%. Bukalapak (7%), Blibli (6%) and Zalora (3%) were among the least popular.

With the new forged partnership between TikTok and Tokopedia, Tokopedia's customer base could see a huge boost and potentially produce a new leader in Indonesia's eCommerce space. 

The partnership is a strategic move to drive long-term growth for Indonesia's micro, small and medium enterprises while simultaneously allowing TikTok a foot into the country's eCommerce sector, according to YouGov. 

Under the new agreement Tokopedia and TikTok Shop Indonesia will be combined under the existing Tokopedia entity, in which TikTok will take a controlling stake. The shopping features within the TikTok app in Indonesia will be operated and maintained by the enlarged entity.

TikTok has also reportedly invested a total of US$1.5 billion in Tokopedia, with the transaction expected to close in the first quarter of 2024. 

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